Learn how to create a profitable social media strategy that will provide value to your company, select the best social networks for engaging your target market, and use specific tools to measure the return on investment (ROI).

1. Social Media
Engaging Your Target Market
John Avola
Twitter: @johnavola
john.avola@gmail.com
www.johnavola.com

2. Today’s Goals
1. Create a profitable social media strategy
2. Select the best social networks for your target market
3. Learn how to measure the return on investment (ROI)
4. Discover the most important statistics to monitor
5. Explore the future of social media marketing

3. Before we begin...
...we must define social media.

4. Social media defines the activities that integrate technology,
social interaction, and the sharing of information.
COMPANY WEBSITE
Social media is part of the overall marketing strategy.

5. 1. Create a profitable social media strategy
2. Select the best social networks for your target market
3. Learn how to measure the return on investment (ROI)
4. Discover the most important statistics to monitor
5. Explore the future of social media marketing

6. 5 Step Strategy to Success

7. 1. Create a profitable social media strategy
2. Select the best social networks for your target market
3. Learn how to measure the return on investment (ROI)
4. Discover the most important statistics to monitor
5. Explore the future of social media marketing

8. Business Blogs
A corporate tool for sharing knowledge and expertise with customers.
Benefits for your brand:
Establish thought leadership
Increase traffic to your website
Connect with current and potential customers
Optimize keywords for SEO
The key is to find the right balance between keywords with
significant activity levels and below average competition.

9. A social network that connects people with similar interests.
• 2010 Statistics
500 million users, 3 of 4 Americans (Facebook.com, 2011)
3 rd most popular online brand, visited by 54% of internet population (Nielson, 2010)
Referred more website traffic than Google (Compete.com, 2010)
40% “like” a brand, 51% of fans purchase that brand (Digital Surgeons, 2010)
More than 30 billion pieces of content shared each month (Facebook.com, 2011)

10. The Facebook Business Goal
To build brand loyalty, strengthen communication, and build awareness.
Implementation Tactics:
•Network with people who can help you get connected
•Get found by people who are searching for your products or services
•Connect and interact with clients, colleagues, and prospects
•Promote content you create, including webinars and blog articles
•Create a community around your business

11. Ways to Promote Your Business Using Facebook
Create an engaging Page.
Use applications and custom tabs to add more interesting and engaging content.
Leverage the viral nature of Facebook – the news feed.
Every time a fan engages with your page that activity is published to their “news feed”
which is seen by all of their friends.
Draw on your existing network.
Make sure your email subscribers and blog readers know your business is on Facebook.
Make your Page publicly searchable.
By default, your Page is public so that it can get indexed by search engines.
Use Facebook Ads.
Advertise your website or Fan Page on Facebook.

12. A micro-blogging community that offers the opportunity to connect to
a mass audience through 140 character messages.
2010 Statistics
175 million users (Twitter.com, 2010)
•95 million tweets sent daily, 20% about a brand (Twitter, 2010)
•25% follow a brand, 67% of followers purchase that brand (Digital Surgeons, 2010)
•There are 600 million search queries on Twitter per day (Chirp, 2010)

13. Ways to Promote Your Business Using Twitter
Build customer relationships
Drive traffic to your website
Research the competition
Start conversations about your products and services
Promote company news or corporate blog
Get consumer feedback and/or provide customer support
Network with prospects and vendors in your industry
Promote a company event
React to negative consumer feedback (reputation management)
Notify the public in an emergency

14. Using Twitter Search
http://www.search.twitter.com

15. A network to discover, watch, upload, and share videos.
2010 Statistics
24 hours of video uploaded per minute (website-monitoring.com, 2010)
•Visited by 42% of the world’s internet population (Nielson, 2010)
•Exceeds 2 billion views per day (website-monitoring.com, 2010)
•Over 3 million people are auto-sharing videos with at least one social network (website-
monitoring.com, 2010)

16. Ways to Promote Your Business Using YouTube
Create a series of instructional or how-to videos related to your business
Host a video contest for consumers to win prizes
Make video tours of your products and services
Post a video of your CEO giving a speech
Before creating a video, view the competition
Influence the industry through visual updates and demonstrations

17. A networking tool used to develop connections with industry
experts, business partners, and job candidates.
2010 Statistics
66.5 million members (Quantcast, 2010)
•36.5 million people visit LinkedIn.com every month (Quantcast, 2010)
•42.8% of website traffic is from the U.S. (Quantcast, 2010)
•The majority of members (66%) are decision makers or have influence in the
purchase decisions at their companies (socialmediastatistics.com, 2010)

18. Ways to Promote Your Business Using LinkedIn
Establish your professional profile and brand your organization
Network with people who can help you get connected
Make it easy for potential customers to find you
Reach out to experts, form solutions, and share ideas
Explore and post job opportunities
•LinkedIn Groups
• Target broad industry keywords rather than your brand
•LinkedIn Answers
• Actively engage with LinkedIn members via asking & answering
questions

19. 1. Create a profitable social media strategy
2. Select the best social networks for your target market
3. Learn how to measure the return on investment (ROI)
4. Discover the most important statistics to monitor
5. Explore the future of social media marketing

20. Measuring ROI

21. What’s the Return on Ignore?
Not listening and engaging can lead to annoyed customers
Potential to loose interested prospects
A loss of social media real estate
Giving up access to the best and probably most cost-effective focus groups
Your competitors are responding to your customers in your absence
Bloggers are only talking about your competition
Your customers may be unhappy and you’re not responding or taking

22. 1. Create a profitable social media strategy
2. Select the best social networks for your target market
3. Learn how to measure the return on investment (ROI)
4. Discover the most important statistics to monitor
5. Explore the future of social media marketing

23. It Takes Time
On average it takes about 90 days to start developing a following.

24. Measuring Results
3 Important Elements
1. Importance – How strong is your reach?
2. Relevance – How relevant is your post?
3. Recency – How often are you communicating?
http://www.socialmention.com
Overall social strength, passion, reach, and sentiment

25. Facebook Key Performance Indicators
Facebook Insights
Page Likes
Demographics
Interactions per week
Monthly Active Users
Visits to Fan Page
Unique Page Views
Tab Views
Impressions per post
Post Likes and Comments
Referral Traffic

26. Twitter Key Performance Indicators
Tweet Frequency
Retweets
Replies and Mentions
Tweet Impressions
Tweet Reach http://www.tweetstats.com
Level of Influence
http://www.twittercounter.com http://www.tweetreach.com

27. YouTube Key Performance Indicators
Channel Views
Upload Views
Friends
Subscriptions
Comments

28. 1. Create a profitable social media strategy
2. Select the best social networks for your target market
3. Learn how to measure the return on investment (ROI)
4. Discover the most important statistics to monitor
5. Explore the future of social media marketing

29. Trends for 2012
Niche Real-Time
Mobile
Social Search
Networks
QR Codes Geo-Location
Augmented
Social Search Check-Ins Reality

30. Thank You.
John Avola
Twitter: @johnavola
john.avola@gmail.com
www.johnavola.com